Glossary
The following are helpful terms to know while using your account.
A
Assisted Units
Shoppers typically engage with several ads before making a purchase. Assisted units capture the number of units sold from ads that were within your attribution window, but were not the last interaction before a sale.
Assisted Sales
Shoppers typically engage with several ads before making a purchase. Assisted sales captures the revenue from ads that were within your attribution window, but were not the last interaction before a sale.
Average CPC
The average price paid for a click on an ad for a Sponsored Product campaign. It is calculated by dividing Spend by Clicks.
Average CPM
The average price paid for 1,000 impressions on an ad for a Sponsored Product campaign. It is calculated by dividing Spend by Impressions and multiplying that amount by 1,000.
Average eCPM
Effective cost per thousand impressions (eCPM) provides a way to compare campaigns that use CPC as the buying model with CPM campaigns. It is the money earned from CPC clicks divided by the impressions that drove those clicks
B
Balance
It refers to the overall account budgets that can be found on your Billing > Balances page. A balance is set at the account level and can be capped or uncapped. Its currency is the account's currency by default. It can be linked to one or several campaigns.
Bid CPC (or Cost per Click)
This is the price you want to pay for the clicks. You can add this in the line item settings.
Budget
A budget is set at the campaign and/or line item level and can be capped or uncapped. Its currency is the account's currency by default.
C
Campaign
Campaigns group your ads by their advertising budgets and attribution settings. They are the foundation of your advertising strategy and one of the core pillars of the platform.
Campaign Status
A campaign's status can be Active or Inactive depending on the line items within the campaign.
An Active campaign status means that at least one of your line items is active and therefore ads are delivering for that campaign.
An Inactive campaign status means that all your line items are inactive and therefore none of the campaign’s ads are delivering.
Click
The number of times your ads were clicked on.
Click-Through Rate (CTR)
Click-through rate (CTR) is calculated by dividing the number of clicks by the number of placement impressions.
Click Optimizer
It aims at optimizing your ad performance towards more clicks. You can select this machine-learning model when creating or editing a line item.
Cost per Mille or Cost per 1000 Impressions (CPM)
It refers to the price you pay for each 1000 impressions of your ad unit.
Completion Rate
The number of times your video ads played for the full duration divided by the number of times they started (Played 100% / Starts).
Conversion Optimizer
This aims at optimizing your ad performance towards the best conversion rates (CPO). You can select this machine-learning model when creating or editing a line item.
Cost per Click (CPC)
It refers to the price you pay for each click in your ad unit.
Cost per View
Spend divided by the number of times your video ads started (Spend / Starts).
Cost per Completed View
Spend divided by the number of completed video views (Spend / Played 100%).
E
End Date
Ending date of your campaign.
Exposed Users
The number of distinct visitors who were served an ad. Each user is counted only once, even if a user viewed the ad multiple times.
F
Frequency
The average number of times an ad is displayed to the same shopper. It is calculated by dividing the total number of impressions by unique visitors.
I
Impression
The number of times your ads were shown.
Invalid Clicks
These clicks were identified as unintentional or fraudulent by our traffic monitoring. They don't impact your campaign metrics, and you'll only be billed for valid clicks.
L
Line Item
Each campaign consists of one or several line items, which group your ads by retailer, dates, format, products, and targeting. You can deliver an ad only after creating a campaign and at least one line item.
Line Item Status
A line item's status is determined by its configuration and by the manually controlled Off/On toggle on the Line Items page.
O
Order Value
The total revenue generated from your ads. The attribution may vary depending on your campaign's attribution settings.
P
Pace
Pacing options are defined at the line item level:
Daily pace: maximum daily spend
Monthly pace: maximum monthly spend
Automatic pace: automated daily spend based on the initial spend curve your line item delivers
Played 25%
The number of times one of your video ads was played to at least 25% of its duration.
Played 50%
The number of times one of your video ads was played to at least 50% of its duration.
Played 75%
The number of times one of your video ads was played to at least 75% of its duration.
Played 100%
The number of times one of your video ads played for the full duration.
R
Reach Rate
The number of unique users is divided by total audience.
Return on Advertising Spend (ROAS)
Return on Ad Spend (ROAS) is calculated by dividing attributed sales by Net Revenue.
Revenue Optimizer
It aims at optimizing your ad performance towards the highest ROAS. You can select this machine-learning model when creating or editing a line item.
Remaining Budget
Amount remaining for your ads to spend. It is calculated as the total budget minus the Spend budget.
S
Sales
The generated sales amount that can be attributed to your ads.
Spend
Total spend including any platform fees.
Stock-Keeping Unit (SKU)
A product you can add to your line items.
Starts
The number of times your video ads started playing.
Start Date
The number of times your video ads started divided by the number of impressions (Starts / Impressions).
U
Units
The number of units sold that can be attributed to your ads.
V
Viewability
The percentage of measurable ad impressions that were considered viewable according to IAB standards.
W
Win Rate
The number of impressions won is divided by the total number of impressions that were bid on.